Sarah Sinanis
Head of Influencer Marketing
Sarah Sinanis is Head of Influencer Marketing at Terrier Agency. She has worked in influencer marketing for 12 years. She runs the discipline across the agency, setting how creators are chosen, briefed, contracted and measured.
Sarah covers the Australian market. She works from an understanding of which creators hold genuine audiences in Australia, what those audiences respond to, and what a fair rate looks like locally. Rate benchmarks and platform behaviour differ market by market, and campaigns built on Australian data are the ones that hold up in Australia.
Her client work includes Bath & Body Works, Victoria’s Secret and Universal Pictures. Campaigns of that size involve sourcing and vetting large creator pools, negotiating rates and usage terms, briefing to brand guidelines, approving content before it posts, and tracking every story, post and view so the client can see what the spend returned.
Vetting is the part Sarah treats as non negotiable. Follower counts are the least useful number a creator profile carries. Engagement quality, audience location, past brand work and the tone of the comments all matter more, and a campaign that skips that check pays for reach it never gets.
She works with clients on strategy first, then on the shortlist, then on reporting. Clients see who was approached, who was activated, what each creator produced and what it delivered.
Terrier and its sister company Bark Social both run influencer campaigns, and Sarah oversees creator strategy across the two.
Sarah came into digital from retail and content. At Myer in Melbourne she moved from Retail Operations Coordinator to Online Content and Promotions Officer, which is where she learned how content and commercial performance connect. She holds a Bachelor’s degree in Journalism from the University of South Australia.
Terrier works on a rolling basis with no minimum term and 60 days’ notice at any point. Sarah’s accounts run on the same terms as everyone else’s, which means a campaign has to keep earning its place each quarter.